Doe Deere Makeup Pioneer

Doe Deere is the profoundly beautiful founder of Lime Crime Make Up. The “Queen of Unicorns,” her devoted fans call themselves unicorns, loves her unique make up looks and enjoys her job as a passionate and creative provider of make up. Doe Deere has a unique story as to how she became a huge success, showing that anyone can make it big.


Deere is a Russian born beauty who moved to the United States at the early age of 17. She first moved to New York then to Los Angeles. When she first moved to New York, she was a musician and in a band. Being in the music industry, she learned about her career and marketing herself. These skills helped to translate well to her own business. Doe Deere appreciates people who come out to her events and this skill was one well learned through her days in a band. She also met her husband in the band, which is how they learned how to work well together. Being in a band requires massive collaboration.


Being a female entrepreneur, she has advice to offer those who wish to follow in her footsteps. She feels everyone has something to offer the world, so they need to follow their heart. Once a person realizes their truest potential and skill, they will be very successful at whatever they chose to do. Deere was always good at creating unique looks. At a slumber party, she remembers that she created very witchy looks for her friends who wanted to do a seance.


In 2008, Deere had a difficult time finding the bright and unusual colors she gravitated towards. Out of that passion, Lime Crime was born and she realizes how big the demand for those unusual colors were. Her company was profitable for that reason.


Makeup is more than a cover up to Deere. It is the freedom to express herself and be herself. She wants make up to give women the freedom to show who they really are. Deere studied at Fashion Institute of Technology in New York, so she has some formal education in the beauty industry. Deere learned how to build a beauty company from the ground up and shows the example of what a truly successful female entrepreneur is.


Follow Doe Deere on Twitter @doedeere.


Fabletics Stands Apart in the Online Marketplace

Though the internet has made it easier for brands to find their way to consumers, online giants like Amazon have made it challenging in order to succeed. This is especially true for those in the fashion industry since Amazon controls an approximate 20% of the online fashion market. In the case of Fabletics, ingenuity, goal setting, and a little star power gave them a road map to success.


Fabletics is a subscription service that provides customers with activewear from notable brands, which often get modeled by actress and part owner Kate Hudson. Many of the brands offered up by the service are high-end, but the business model keeps the cost consumer friendly. But where Fabletics really retains customers is through application of game theory and a commitment to comprehensive customer service. Their plan seems to be paying off as plans for expansion to physical stores in Florida and California are underway.


Gregg Throgmartin, General Manager, attributes their success to innovation on retail that allows them to undersell the competition by better understanding their subscribers and their needs. That manifests in a few interesting ways.


While many physical stores are losing out to customers who browse their products but purchase from online marketplaces for less, Fabletics manages to have browsers turn into buyers with pop-up installations. This strategy is effective at strengthening customer relations though engaging events that employ game theory to get people excited about the brand. Internal numbers show that this has resulted in getting many subscribers to reappear at events, sometimes making up as much as 50% of attendees, and 25% becoming subscribers at the end of the event.


The attention to data is not just a way to measure success but to ensure it adds to growth. Fabletics has applied its digital presence to maintaining consumer trust and satisfaction. By tracking what subscribers want online they know how to stock the shelves of their physical stores. According to Dustin Netral, Senior Vice President of Operations, this preference data takes fashion trends and internal data to ensure satisfaction.


Understanding data and how to apply it has solved many problems by helping the company has faced from concept to debut, and that commitment to change will be relied upon as they move forward. Now in the wild, Fabletics is encountering competition from companies working off similar models to theirs, and competing companies aware of the power of data and how to reduce risk for consumer and investor alike makes for a complex commerce environment. But dual presence, online and in physical spaces, is part of what Fabletics is hoping will get consumers to embrace a new way of browsing that leads to more sales, and that the enthusiasm that results from it makes for competitive loyalty both online and offline.


About Fabletics:


Fabletics was founded in 2013 by actress Kate Hudson, and Don Ressler and Adam Goldenberg from Just Fab Inc. to find a niche in the fashion industry by catering to those seeking activewear.


Fabletics is dedicated to providing high-end activewear and engaging with subscribers to keep them motivated enough to remain active. By remaining on top of emerging trends, Fabletics focuses on providing quality products and services while remaining equitable for consumers who want to find their passion in life. |